GOI, YouTube, Anurag Kashyap And Viacom18 Join Hands For “India Is” 2012

About Ministry of External Affairs, Youtube, Anurag Kashyap and Viacom18 joining hands For the second year campaign of "India Is" 2012


Brand India is all set to get a makeover before the world once again. The Public Division Diplomacy of the Ministry of  External Affairs (MEA), India has joined hands with YouTube to launch the second global short movie contest ((Article Source)). The contest is open for enthusiasts from all over the globe with a theme – “India is … A Visual Journey”, celebrating India and its diversity.

In addition to the campaign to promote brand India, maverick Bollywood director and script writer Anurag Kashyap and Viacom18 Motion Pictures have also been roped in to produce five short films. According to the announcement from MEA, the 5 short films that would be produced would be based on three themes – India Is Incredible, India Is Unforgettable and India Is Wherever You Are.

The campaign is in the process of selecting a panel of eminent people from the film industry to judge the submissions based on storytelling, creativity, originality, etc. It was also announced that a total of 10 winners, three from each category would be selected and the top three lucky winners will get EOS Canon Mark II camera, lens and an exclusive weekend getaway to an exotic destination courtesy the Taj Hotels. In addition to this, there is a special prize from YouTube for the most watched and voted film on YouTube.

“India Is” on social media

A comprehensive campaign from MEA and if you love India via your lenses then Feb 9th, 2013 is the last date for submission of videos. The campaign has also made sure that it starts creating awareness on its social media channels, created during the 2011 contest. The YouTube page has updated the details of the contest though the latest set of videos are yet to come.


The campaign also has an impressive and active presence on Facebook, Google Plus and Twitter. I am sure that as the contest starts catching pace, all these channels would be used effectively. And giving a quick look at it’s engaging Facebook page I don’t doubt the intent at all.

Ending Thoughts

This is the second year for “India Is” campaign after a successful first year which saw 250 video entries on India from 42 countries. Additionally 2011 saw 4 winners out of which 3 were from the rest of the world – which should have been the big motivators for the 2012 drive. With YouTube and directors like Anurag Kashyap coming forward to support this crowdsourced campaign, I am sure this year would also see some creative work. Even though crowdsourcing creative work is not a new trend as creative platform TalentHouse India has been doing the same for quite some time. Recently, we had shared about Large Short Films which has a similar motive. Nevertheless, this is a great move from MEA to be social and showcase brand India.

Perhaps next time they can think beyond the same old theme of celebrating India and its diversity!